COMPONENTS OF CUSTOMER BASED BRAND EQUITY

Abstract

The customer-based brand equity occupies a central place in branding. This requires consideration of the elements of brand equity and their impact on consumer behavior in the
market. The purpose of this paper is to present the elements that form the customer-based brand equity and their impact on the purchase decision. In this regard, by applying empirical
methods of research (study, comparison and analyzes), a number of author's views on the issue of brand equity are analyzed and its elements are derived. As a result of the research, the
specifics of each of the elements that form the brand equity are presented. In conclusion, recommendations are made to increase the brand equity in the minds of consumers